Their BB10 phones were already competition. But people just bought iPhone and Android because they are juggernauts.BlackBerry has been shipping phones with primarily android for years. Mainly my point being I think this phone is more competition of the modern smart phone. More so, it's not available in the states yet, but it has the ability to compete with phones like Huwaei or the Pixel, or Android devices. It's Still too early to determine where that falls in line yet.